Welsh Government could restrict sugary food promotions, drink refills and multi-buy offers

The promotion of food products high in sugar and multi-buy offers could be restricted in Wales under plans to introduce new legislation.

Eluned Morgan MS, Cabinet Secretary for Health and Social, today launched a consultation aimed at improving the “food environment” in Wales.

The proposed Welsh Government legislation will seek to curb the promotion of foods high in fat, sugar, and salt in a move to help encourage healthier eating habits.

This would include restrictions on sugary drink refills – something commonly offered in major chain restaurants and also multi-buy offers, such as buy one get one free.

The sale of items would also be restricted at ‘key selling locations’, such as store entrances, checkouts and aisle ends.

According to the Welsh Government evidence shows that “food products with poor nutritional value are currently disproportionately promoted more than healthier products.”

In a written statement released today, Ms Morgan said that she is “committed to supporting people in Wales to make the healthy choice the easy choice when food shopping and eating out.”

The consultation includes a draft text of the Regulations, which outline restrictions on the location and price promotions of less healthy products, including sugary drink refills.

This legislative effort is aligned with similar regulations in England and proposed measures in Scotland, aiming for a cohesive approach across the UK.

Ms Morgan highlighted that evidence indicates that products with poor nutritional value are disproportionately promoted, significantly influencing consumer purchases.

“I am determined to support the industry to increase the pace and scale of action to produce and market healthier food and drink products,” she added.

The draft Regulations are expected to be laid in the Senedd before the end of 2024, with the aim of coming into force in 2025.

There will be a 12-month implementation window for businesses and enforcement bodies to adapt to the new rules.

The consultation also revisits the issue of energy drink consumption among children.

Following a 2022 consultation on restricting energy drink sales to under-16s, the government is now calling for evidence to further understand the societal impacts of energy drink consumption by children.

Ms Morgan said: “Officials will work closely with stakeholders to ensure that clear and comprehensive guidance for the food industry is in place at the time any legislation is laid.”